BuzzFeed Strikes First global company take care of WPP’s GroupM

The non-exclusive partnership will supply WPP companies get right of entry to to information, inventive teams and preferential media pricing.

Ginny Marvin on August 27, 2015

In BuzzFeed’s first major agency coup, the corporate struck a maintain WPP’s global media shopping for arm, GroupM, value hundreds of thousands.

The partnership will supply GroupM and WPP businesses “remarkable get entry to to BuzzFeed’s ingenious and knowledge property,” the businesses announced Thursday.

That get admission to contains “preferential” media pricing and becoming the first beta take a look at companion with POUND, the technology that BuzzFeed presented at NewFronts this year to track how and the place subsidized content spreads across social channels . in addition, a dedicated workforce at BuzzFeed motion footage will create branded movies for WPP purchasers.

BuzzFeed says it now reaches greater than 200 million unique visitors and generates 1.5 billion video views a month.

“the way forward for advertising lies at the intersection of creativity, data, media and technology; that’s the place BuzzFeed has built its industry and proved its price to manufacturers,” said Rob Norman, Chief Digital Officer of GroupM. “it is a amazing opportunity for our clients to move hastily and be triumphant within the fastest growing media structures. we’ve appointed partnership leaders from every GroupM agency, and different WPP businesses will do the identical.”

ingenious groups from WPP companies may also be able to faucet into BuzzFeed’s social content production expertise through a creative residency.

“We’re excited to take our distinctive means and voice in branded content material, data and iterative finding out in a huge method with GroupM and their clients,” mentioned BuzzFeed president, Greg Coleman.

Neither company mentioned the phrases of the one-yr deal other than to claim that WPP may not be taking an fairness stake in BuzzFeed.

concerning the writer

Ginny Marvin

As 1/3 Door Media’s paid media reporter, Ginny Marvin writes about paid internet affiliate marketing subject matters together with paid search, paid social, display and retargeting for Search Engine Land and marketing Land. With greater than 15 years of selling expertise, Ginny has held each in-home and company administration positions. She offers search advertising and demand generation recommendation for ecommerce corporations and will also be discovered on Twitter as @ginnymarvin.